Employee Branding: A Competitive Edge


By

Susmita Sarkar
Lecturer
Dayananda Sagar Business School
Bangalore

Sunit Lakra
Lecturer
Don Bosco Institute of Biosciences and Management Studies
Bangalore
 


Abstract:

As the field of employee branding has begun to unfold, more and more executives have become interested in how this process can help them achieve a competitive advantage for their organizations. This article explains how employee branding works and how it can be utilized to position the organization in the minds of customers, employees, and other stakeholders. The employee branding process is predicated on achieving and maintaining message consistency throughout the organization.

INTRODUCTION:

Employee branding is a new twist on identity regulation. Employee branding shapes employees' behavior so that they project the brand identity of their organization's products through their everyday work behavior. Employee branding is intended to induce employee-brand identification, a psychological connection between the employee and the brand.

Minchington (2005) defines Employee branding as "the image projected by employees through their behaviours, attitudes and actions". This image is affected by employees' attitude and engagement towards the employer brand image promoted through the culture of the organisation. Employee branding can influence the perception of the employment experience offered to current and future employees.

Employee branding begins at the top level of the organization. The aura that surrounds being associated with public safety organizations is not enough to sustain an individual's commitment throughout a career. The command structure has a responsibility to ensure that employees clearly understand the mission and vision of their organization.

Messages emanate from various organizational sources such as the systems of organizational staffing, performance management, and compensation. Each message should reflect and reinforce the organization's desired brand image which, in turn, should be consistent with the organization's mission and values. When this happens, both the psychological contract and employee brand knowledge is effectively managed, resulting in a brand image that is consistent with the organization's desired brand image. The development of the employee brand through the employee branding process can provide a source of sustainable competitive advantage for the organization.

Why Employee Branding?

There are two key trends that are bringing the need of employee branding to the forefront. Firstly in  the staffs are the carriers of the brand. The brand promise to the customer therefore have implications on staff training, organization culture, policies, mission and vision of the organization.

Secondly, the employee cynicism is on the rise and for the organization to have a motivated work force, it would have to create a good internal brand experience as well.

How do you achieve employee branding?

Employee branding can be achieved through recruiting selectively, communicating vision, mission, values of the organization, effective training programmes, and  work culture. Once  employees understand  brand and objectives, they'll be in a better positions to act as ambassadors for the  brand.

Employee  Branding Process


The employee branding process enables the organization to consistently deliver its desired brand image to customers, thereby solidifying a clear position in the minds of customers and employees alike. When done well, it provides a competitive advantage that is achieved through employees, who have internalized the desired brand image and are motivated to project that image to customers and other organizational constituents. The feedback loop is a critical component of the employee branding process. It allows organizations to monitor the consequences of the process and to identify areas for improvement. Failure to achieve desired consequences suggests that the process be re-examined for deficiencies in message design and delivery

Conclusion

Thus it could be concluded that employee branding is becoming the concept or mantra of today's business world. Employee branding helps the companies to have better perspective of their consumers and motivate the employees as well.  The brand interpretation in the mind of customer is very important. At the end of the day, how the brand is positioned in the minds of the consumers is heavily dependent on company's employees.

References:

* Miles, S.J &  Manfold. G (2004).A conceptualization of employee branding process, Journal of relationship marketing.

*HRM Review- The icfai university press

*Times of India

*www.bcjobs.ca

*www.auburn.edu

*Integritasleadership.net

*Jlo.sagapub.com
 


Susmita Sarkar
Lecturer
Dayananda Sagar Business School
Bangalore

Sunit Lakra
Lecturer
Don Bosco Institute of Biosciences and Management Studies
Bangalore
 

Source: E-mail May 4, 2011

          

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